keith and then jim. >> listen, i think as we move towards technology, as we move away from our bodies we are going to look to sports more and more as own antidote. that can fuel some of these demands for super human feats of strength and incredible acts on the athletic fields. i think that that can fuel a demand that can't be met by individuals. and individuals drawn to these sports, maybe those who have a deep need to out perform, who feel very small inside and need to pump themselves up very big, that's the story of each of these people who commit these frauds. they are shattered people. martha: i think to myself, lance armstrong has an opportunity here, jim. he could say you know what, the whole thing stinks to high heaven across the board with awful these sports and i have an opportunity now as one of the most well-known athletes in the world to go out there and talk to kids, to talk to college students and talk to the people who returning and say you know what we have to rethink this. or we'll just keep going and going and going like this with all the people cheating and fake. >>